Bristol Bay sockeye branding program launches in Boulder
September 1, 2016
This is Fish Radio. I’m Laine Welch – Pitching the Bristol Bay sockeye brand in Boulder. More after this –
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September first is the start of an ambitious Bristol Bay sockeye salmon branding program in Boulder, Colorado.
We’ve been working with just about every level of the supply chain from processors to distributors and retailers to help them in their quest to source and get Bristol Bay sockeye for their stores.
Becky Martello is director of the Bristol Bay Regional Seafood Development Association which is bankrolling the $700,000 pilot program with a one percent tax paid by driftnet fishermen on the dockside value of their catch. The group has partnered with Anchorage-based Rising Tide Communications whose principles have hands on involvement in Alaska fishing.
The campaign theme is Wild Taste, Amazing Place – it includes training for people behind retail counters about the special features of Bristol Bay, recipes, posters, special dinners by local chefs – even branded wrapping paper for the bright red fillets.
There’s in ice signs in the case with our beautiful logo and on the back, talking points for people behind the seafood counter so they have a quick visual to tell consumers about the special, unique points about Bristol Bay sockeye. There’s seafood wrapping paper branded with the new logo and tag line and so when people buy it, it is wrapped up in beautiful craft paper and sealed with a Bristol Bay sticker.
Fishermen will be on hand throughout the four month promotion. That’s a tie in to the new Bristol Bay sockeye website’s Know your Fisherman section.
That is huge with consumers and with our target. They really want to know where their food comes from and connecting them to the fishermen is a natural way to tell the story and it connects people to Bristol Bay and where their food comes from.
The promotion will run through the end of the year and be evaluated by an independent firm. The group will then decide where to go next.
So we really want to use this very targeted campaign to really measure what we are doing. We are investing a lot of our fishermen’s dollars in this and we want to make sure we are on the right track.
Meanwhile, Martello says everyone involved is excited to get the branding program underway.
We’ve had so much positive feedback from people in the industry, and fishermen about the new website and materials it is really gratifying. It’s wonderful to see that people are getting onboard with it and getting excited.
Fish Radio is also brought to you by Ocean Beauty Seafoods – who salutes and says thanks to the men and women fishing across Alaska for their hard work and dedication. (www.oceanbeauty.com) In Kodiak, I’m Laine Welch